The lobbyist registry shows that a campaign against the bill has also been raging behind closed doors.

Soft drink manufacturers, industry associations, broadcasters and advertisers have been speaking with Senators and MPs about this bill.

I say again—why would these groups spend so much time, energy and money on this if marketing to kids doesn’t work?

Industry recognizes that the most powerful lobbyists are kids themselves. Parents know how tempting it is to give in when their children pester them for junk food at the grocery store. Even people without kids know full well how insistent they can be when they want something in a store. Children, like parliamentarians, can be very loud, very insistent and very difficult to distract.

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